2013 Winners & Shortlists

The Brief

Us at Leo Burnett Jordan wanted to create something a little "special" for the event of Ramadan, the holy month where Muslims fast

Describe how the promotion developed from concept to implementation

The concept was to create a 'ftoor time announcer', that focuses on the Maghreb adhaan time (Ftoor time) that denotes the ability to break one's fast. Then to maximise accessibility and lessen production limitations, we decided to develop random and light-hearted videos starring the 'cast & crew' of Leo Burnett Jordan's office! These videos were then uploaded on YouTube and shared on Leo Burnett Jordan's Facebook page

Describe the success of the promotion with both client and consumer including some quantifiable results

The series of the 30 viral videos the increased YouTube chanel views by 16,000 views and Facebook by 300+ likes (no promotions or ads involved). In addition to being widely circulated and featured onprominent Jordanian news web portals.

Explain why the method of promotion was most relevant to the product or service

An 'Imsakiyeh', which is a schedule given out in Ramadan with the prayer times is the most important source of information, therefore we wanted to supply the people with the time of ftoor yet in a more fun and engaging way unlike the printed boring schedules. And we wanted to do it digitally, to maximise the practicality of the access.